A significant number of your clients may try your hotel once or several times then stop visiting you for some reasons or take a very long period of time to come back again. A good idea would be identifying these guests and reminding them of your presence/business.
It is a good practice to determine all customers whose last stay was a long time ago. For instance, you can choose to send to those whose last engagement or checkout date at your hotel is more than 6, 9 or 12 months. Choosing the proper time delay depends on their frequency of visit.
The more frequent they visit you the less the time delay is likely to be. You can send them a series of emails that grab their attention about some events that they might have missed or encourage them to come back to your operation very soon and take advantage of a special offer, giveaway or room rate discount.
To build an automation, you can choose a specific list where you set up a condition to send re-engagement emails to only those whose last stay was at least 6 months ago or more. The automation should consist of a series of re-engagement emails and reminders in case they do not interact with your first message.
For example, in the first email you can mention in your subject line that it has been a while since you have seen them and offer 20% off on their total expenses.
If they do not respond, you can then wait a few days then resend them another email follow-up, in which you specify what they will miss with a deadline to act fast.
** Note: The condition that is specified in the trigger here is “Last Engagement Date” but in your case, it is meant to be “Checkout Date”; feel free to change it based on your own preferences. Your automation will not work properly if you do not clearly set up all the required conditions.